Tourism Creates Wealth and Jobs

Tourist arrival numbers have skyrocketed over the past two years and are back to pre-corona virus lockdown levels.

Industry leaders project that this figure is set to grow significantly again this year.

In the departure lounge of Hosea Kutako International Airport recently, waiting to board a flight, all the tourists I interacted with, without exception, waxed lyrically about the country’s splendour, its friendly people and their wonderful experiences.

Clearly, Namibia is back on the radar of foreigners searching for a holiday destination offering scenically unique and contrasting landscapes, with an abundance of fauna and flora, countrywide, from top to bottom.

Tourists stay and dine in the places they visit.

They buy art, crafts and souvenirs produced by the locals, helping to replenish supplies in local shops.

Tourism is a significant contributor to Namibia’s gross domestic product and, equally important, is the fact that a large chunk of the tourist’s spending money goes directly into the pockets of locals, en route to or from holiday destinations.

Entrepreneurs we work with at the coast, have shared the positive impact a cruise ship docking at Walvis Bay had on that week’s revenue.

The number of jobs presently created by the sector is impressive, but so too is long-term employment creation.

There is no room for complacency in Namibia’s tourism and hospitality sector, especially when it comes to the standard of products and services offered.

If someone is subjected to sloppy services and get the feeling that they are being ripped off, it is likely that you won’t contemplate returning to that destination and those negative experiences will be shared with others.

It is, therefore, essential for industry leaders to train and retrain staff continuously, and to work closely with the public sector to ensure entry and exit into the country are a pleasant experience.

They must routinely cooperate, mentor, and advise transport and other service providers in the sector and subsectors, thereby ensuring that Namibia maintains a competitive edge as a holiday destination.

Visitors must tell their families, friends and acquaintances of their glorious holiday experiences in the country, enticing them to pay repeating visits to Namibia.

Isn’t it high time that a concerted effort is made to open new tourist routes?
In his book ‘Discover The Colourful World Of Owambo, veteran journalist Willie Olivier is doing just that – mapping out new destinations and holidaying experiences for tourists.

In the first two chapters of the book, Olivier introduces Namibia’s northern regions and the Owambo people, comprising of eight communities sharing similarities in culture, language, lifestyle and socio-political systems.

The third chapter provides an overview of the geographical aspects of the region’s explorers, traders and colonisers.

The rest of the chapters will capture the attention of tourists visiting Namibia for a different or a new holiday experience as Olivier maps out six tourist routes.

The routes are Lake Oshikoto to Ondangwa, Ondangwa to Ruacana, Outapi to Oshakati Circuit, Outapi to B1 south of Oshikango, and Ondangwa to Oshikango.

The sixth one is Onethindi to Een­hana, Okongo and beyond.

Unsurprisingly, there is plenty to see and experience, and many places to stay on all six routes.

I am indeed a friend of Willie Olivier, but I am not his marketing agent.

However, I advise those in the tourism and hospitality sector to be smart and secure a copy of his book.

• Danny Meyer is reachable at danny@smecompete.com